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New product vitality index (NPVI)

The new product vitality index is the share of a company's revenue that comes from products it introduced within a recent, fixed period.

How it works

Companies such as 3M report how much of their revenue comes from recent launches. 3M’s 2013 proxy statement defines the index as the share of total sales from products introduced within the last five years. An online store can pick a shorter window, counted in months. Whatever window you pick, keep its length fixed: a product counts as new only while its launch falls inside it.

The index measures catalogue renewal in money. How many new products sold is a separate measure, the new product hit rate. The vitality index for online stores shows how to track it in your own store.

Formula

Revenue from products introduced within the window ÷ total revenue for the same period

Example

Example store, not client data.

The tableware shop made 180,000 in revenue this month. Of that, 54,000 came from products first listed in the last 12 months. NPVI = 54,000 ÷ 180,000 = 30%.

Right and wrong readings

  • Wrong: “Our index went up, so new products are growing the store.” Right: the share also rises when old products sell less. In our analysis of 100 stores, revenue from old products fell to 28% of the starting level in declining stores, while in stores that doubled revenue it grew to 126%. Read the index next to total revenue.
  • Wrong: “Our index is 30% and a manufacturer reports 25%, so we renew faster.” Right: check the windows first. Over five years far more products count as new than over 12 months, so you cannot compare the two shares.

Benchmarks

In GetProfit data on 100 online stores (June 2025 – June 2026), we measured the share of revenue in the window’s last three months from products that did not exist in its first three. The median was 35.7%; a quarter of stores were below 20.3% and a quarter above 58.2%. Stores that doubled revenue had 47.3%, and stores that declined had 26.1%.

These are our clients only, and the link with growth is an observation, not proof of cause. Your niche may differ.

Sources

  • 3M Company proxy statement 2013 (DEF 14A) — SEC filing that defines the New Product Vitality Index as the percentage of total sales from products introduced within the last five years. Checked 2 October 2026.
  • GetProfit data: 100 online stores, June 2025 – June 2026, first three months of the window against the last three — share of revenue from new products.